The Importance o a Marketing Plan
I you’ve ever experienced rustration ater spending good money onmarketing eorts that produced poor results, you’re ar rom alone.Marketing can be one o the most costly aspects o running your businesswhen strategies, tactics, messages and actions are not properly alignedthroughout your practice. In act, the proper alignment o your marketingeorts is a critical determinant o business success over time.
According to the
2010 Investment News/Moss Adams Financial Perormance o Advisory Firms
study comparing advisory rms, the topperorming rms have:
Deeper insight into their cost structure and manage it with moreskill; applying human capital to activities that produce the mostvalue, such as gaining and managing clients.
A deep and sharp instinct or aligning the entire practice aroundcreating and delivering value and they understand the power o thatalignment in driving nancial perormance [at the practice level].
Source: 2010 Investment News/Moss Adams Financial Perormance o Advisory Firms Study.
The challenge you ace when it comes to marketing your practice is notin determining your message, but in driving that message through everyaspect o your practice rom client servicing to print, online, e-mail andother communications. And that requires a well-constructed plan.Similar to the nancial plans you develop or your clients, a marketingplan will not only help you achieve your goals, but propel your practiceorward. Your marketing plan is your blueprint or continued success anda tool or measuring and monitoring your progress so you can make anynecessary corrections along the way.
5 STEPS TO DEVELOPING YOUREFFECTIVE MARKETING PLAN
1. Identiy your niche2. Position your practice3. Choose appropriate tools and tactics4. Develop your marketing planand budget5. Track results and make adjustments